Samsung Electronics America is rolling out two new feature-rich washers to retail sales floors, and broke a new pair of commercials to support them.
The AddWash front loader and Activewash top loader with integrated touch controls were first introduced to the trade at CES 2016. The AddWash washer (model WF50K7500) provides a small hatch atop the main door, so extra items can be added on the fly without interrupting the wash cycle. It’s available in 5.0- and 4.5-cubic-foot capacities in white and black stainless, at a suggested retail range of $999 to $1,499.
Its top load counterpart (model WA50K8600) is an extension of last year’s innovative Activewash washer with a built-in sink for pre-treating heavily soiled items or pre-soaking delicates. The newest variant adds an intuitive touch control panel that’s built right into the center of the washer’s lid. Like the frontloader, it’s available in 5.0- and 4.5-cubic-foot capacities in white and black stainless, and is priced to hit a retail range of $849 to $1,099.
All models are offered with matching dryers.
John Herrington, Samsung’s home appliance senior VP/general manager, described the features as “meaningful innovations” that represent “giant steps forward in how consumers will do laundry.”
To help get the word out, Samsung has brought back Kristen Bell and Dax Shephard for a pair of 30-second spots in which the Hollywood couple tackles tough laundry challenges like coffee stains and their kids’ mud-covered clothes. The commercials are part of a larger, integrated print and digital marketing campaign that also touts Samsung kitchen appliances.